Using Opticks Powered by Vividata (Gender) Tools

Opticks Powered by Vividata (Gender) is Canada's premier gender-based behavioural database that offers 4,135 variables for those identifying as male or female across 48 population-based categories.

Female and male responders from Vividata’s syndicated study are used to generate the lifestyle and media profiles that pertain to each group. By separating the female and male behaviours, the data can be used to answer two important questions; which gender is most likely to purchase or partake in an activity, and which female or male group is likely to do it more.

Note: While EA as a company respects all gender identities, the current version of Vividata (Gender) currently only includes male and female genders. Limitations in reporting of other gender identities are primarily related to low sample sizes.

Click on the tool icons below to follow instructions on how to use each tool:


Using Opticks Powered by Vividata (Gender) - Trade Area Tool

Use the WalkMe Through below as a step-by-step guide in ENVISION. Note: You must be logged in to your ENVISION account to use the WalkMe Through. 

WalkMe Through

Inputs Required:

  1. Find the Vividata (Gender) - Trade Area tool on the ENVISION homepage using the search filter or by scrolling through the list of tools. Click the play button to launch the tool.

    Opticks gender trade area icon

  2. Click Next.

    Click next

  3. Select the Trade Area by clicking the check mark check mark next to it.

    Select a trade area

  4. Select a Benchmark by clicking the check mark check mark next to it

    Select a benchmark

  5. Select a data source from the drop-down list. You can also search for the data source using the search bar.

    Select a data source

  6. Select any variables that you require by clicking the check box check marknext to them.

    Note: If your analysis seeks to compare genders, ensure that the same variables are selected for both female and male-identifying respondents.

    Select variables

  7. Customize the report name and click Create Dashboard.

    Customize report name and click create dashboard

    Navigate to the Results page to download your dashboard.

Please see our How-to-Read documentation (opens in new tab) to better interpret this output.


Using Opticks Powered by Vividata (Gender) - Target Group Tool

Use the WalkMe Through below as a step-by-step guide in ENVISION itself. Note: You must be logged in to your ENVISION account to use the WalkMe Through.

WalkMe Through

Inputs Required:

  1. Find the Vividata (Gender) - Target Group tool on the ENVISION homepage using the search filter or by scrolling through the list of tools. Click the play button to launch the tool.

    Opticks gender target group icon

  2. Click Next.

    Click next

  3. Select the Target Set by clicking the check mark check mark next to it.

    Select a target set

  4. Select a Benchmark by clicking the check mark check mark next to it.

    Select a benchmark

  5. Select a data source from the drop-down list. You can also search for the data source using the search bar.

    Select a data source

  6. Select any variables that you require by clicking the check box check marknext to them.

    Note: If your analysis seeks to compare genders, ensure that the same variables are selected for both female and male-identifying respondents.

    Select variables

  7. Customize the report name and click Create Dashboard.

    Customize name and click create dashboard

    Navigate to the Results page to download your dashboard.

Please see our How-to-Read documentation (opens in new tab) to better interpret this output.


Using Opticks Powered by Vividata (Gender) - Customers Tool

Use the WalkMe Through below as a step-by-step guide in ENVISION. Note: You must be logged in to your ENVISION account to use the WalkMe Through.

WalkMe Through

Inputs Required:

  1. Find the Vividata (Gender) - Customers tool on the ENVISION homepage using the search filter or by scrolling through the list of tools. Click the play button to launch the tool.

    Opticks gender customers icon

  2. Click Next.

    Click next

  3. Select the Customer file by clicking the check box check mark next to it.

    Select customer file

  4. Select a Benchmark by clicking the check mark check mark next to it.

    Select a benchmark

  5. Select a data source from the drop-down list. You can also search for the data source using the search bar.

    Select a data source

  6. Select any variables that you require by clicking the check box check mark next to them.

    Note: If your analysis seeks to compare genders, ensure that the same variables are selected for both female and male-identifying respondents.

    Select variables

  7. Customize the report name and click Create Dashboard.

    Customize name and click create dashboard

    Navigate to the Results page to download your dashboard.

Please see our How-to-Read documentation (opens in new tab) to better interpret this output.